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Cision Canada
10-07-2025
- Business
- Cision Canada
McCann Worldgroup Appoints Ida Rezvani President, Global Chief Client Officer
NEW YORK, July 10, 2025 /CNW/ -- McCann Worldgroup today announced the appointment of Ida Rezvani as President, Global Chief Client Officer, McCann & McCann Worldgroup. In this newly created role, Rezvani will enhance value and innovation across the network's global portfolio of clients, leveraging her 20+ years of client leadership experience working with iconic global brands at Publicis and Dentsu. Reporting to Daryl Lee, Global CEO, McCann & McCann Worldgroup, Rezvani will accelerate and scale new capabilities and practices that deepen client relationships and expand the strategic and creative services provided to global clients. Those services include McCann Content Studios and McCann Truth Central, amongst others. "At McCann, we are restless in our pursuit of client value and seek to constantly innovate the creativity and capabilities we bring to our global clients and their brands," said Lee. "Ida is a black belt in client stewardship and a fierce champion of the power of global brands. We are excited to be welcoming this true global citizen to our McCann team." Rezvani joins McCann Worldgroup from Publicis, where she served as the Global Client Lead for Pfizer, leading a fully integrated team that drove marketing transformation and delivered significant ROI. Prior to that, she held leadership positions at Dentsu Americas and WPP, consistently driving revenue growth, client satisfaction, and leading award-winning creative work including Effies and IPA Effectiveness for brands including Subway, Virgin Trains, and Grand Prix for M&S, and a Cannes Lion for Crayola. "I am thrilled to join McCann, the Truth Well Told agency, and a team that is so deeply committed to the power of brands to reshape the world," said Rezvani. "I look forward to working with the incredible people around the globe to deliver radical creativity that drives real impact for our global clients and community." Rezvani's appointment follows several high-profile recognitions for the network, including at this year's Cannes Lions International Festival of Creativity, where McCann successfully showcased its commitment to building enduring global brands with award-winning work for L'Oreal Paris, Mastercard and Xbox. McCann Worldgroup was also named to Fast Company's coveted list of Most Innovative Companies 2025 for its work with Microsoft and Mastercard. About McCann McCann builds enduring brands and businesses that drive growth and leave a lasting impact on culture. Founded over 100 years ago and guided by the enduring brand platform, "Truth Well Told," McCann is the world's leading advertising agency network, generating some of the most creatively and commercially impactful advertising globally. McCann is the founding agency of McCann Worldgroup and part of the Interpublic Group of Companies (NYSE: IPG). About McCann Worldgroup McCann Worldgroup, part of the Interpublic Group (NYSE: IPG), is a leading global creative solutions company. The company is united across 100+ countries by a mission to build enduring brands together. In 2024, McCann Worldgroup was named Global Network of the Year by the Effie Awards, Network of the Year by the ANDYs and Network of the Year by the EPICA Awards for the sixth time. The core McCann Worldgroup network is comprised of McCann, MRM, CRAFT, and FutureBrand, and partners with Momentum Worldwide, Weber Shandwick and UM to deliver solutions across the entire marketing spectrum. For more information, visit
Time of India
10-06-2025
- Business
- Time of India
How Marcel plans to excel in the age of AI
When Marcel unveiled "WoMen's Football", a provocative campaign for telecom giant Orange that swapped male player highlights with female athlete performances mid-match, it wasn't merely an advertising stunt—it was a cultural wake-up call. Ranked number one in WARC's Creative 100 for 2025, this daring initiative wasn't about chasing trends but rather shaping them. Behind such bold ideas stands Youri Guerassimov , CEO of Marcel, whose approach combines creative bravery with meticulous strategic insight. Under Guerassimov's stewardship, Marcel has emerged as an influential voice among global creative agencies, balancing artistry and commerce with remarkable finesse. From tackling e-waste with Back Market's irreverent " Hack Market " campaign to reshaping gender perceptions through provocative storytelling, the Paris-based agency has accumulated an enviable collection of accolades from Cannes Lions, D&AD, and the Effies. In this edition of Economic Times Brand Equity's Digital Cover , Guerassimov discusses how authenticity forms the core of impactful advertising, the unexpected realities of transitioning from creative director to CEO, and why he believes artificial intelligence is not a threat, but rather a transformative tool reshaping the future of creativity. Edited Excerpts: How do you ensure that authenticity remains at the core of what you do? At the heart of what we do at our agency is a commitment to staying true to the brand, and of course, to the people and our target audience. It's a strategic approach from the very beginning—even before we start the creative process. We have a very strong strategic department that works deeply on the brands and briefs. We gain a strong understanding of the brand, the target, and what we are supposed to do. At the same time, we stay close to pop culture and try our best to remain connected to what people are talking about in India and what is happening around us. I would like to say 'every time', but most of the time, we are true to people and to what is happening, which makes our advertisements more efficient and powerful. Where does this inspiration to be true and real come from? It's part of a technical approach, which is why we talk about strategies. People are digging to see, to find, to understand the technical side. At the same time, the creative approach begins with being curious, curious in every possible way. You always have to be aware of what's happening in the country and in the world, so you become like a library of what people's lives are like. You take time to observe what people think, what they do, and that always helps you stay accurate in your work. You try your best to achieve that. You talked about bold ideas, how to be brave, then there's a client objective as well, their business goals. How do you balance the two? On one side you wish to be creative and on the other side you also want to deliver to the goals that the client has? We are not working in show-business; we are working in advertising. In a way, it sits between arts and commerce. Everyone would say it's more commerce than arts, but we use art to serve commerce. So, we should be aligned with the client. If the client has a problem, like making people aware of their latest project, we need to solve that problem with a creative approach. Both are linked. Boldness alone doesn't make sense; we need to use that boldness, we need to use creativity to help our client, our brand, achieve something. It's part of our job, part of our experience, and part of our skills to get it right. Sometimes you try to be bold and it doesn't succeed, or it isn't accurate, and that's also part of the agency's experience. And of course, it's the role of the creative director, who is supposed to be the one responsible for that, the ideas must be accurate for the client and the brief. Boldness or being brave isn't being foolish. When I was CCO, if we had to go on a trip to Paris, we'd take business class tickets. It would cost, say, 1,000 euros. Now, as CEO, I do the opposite. I say let's take economy class, because it's only a one-hour trip and it will cost 300 instead of 1,000 eurosYouri Guerassimov From a creative director to a CEO, you are balancing between a storyboard and an Excel sheet. Has it changed your thought process? Did you start differently when you became a CEO? The answer is yes. I think most people would love to hear 'no', but yes, it changed a lot of things, and maybe it's for the best. It's always a question of balance, of how to frame the right balance. Hopefully, the idea I'm working to achieve at the top of the agency is also about finding the right compromise. That's why you need someone who is very creative, very passionate, and who understands how an agency works, how a business works, so you can find exactly the right balance. You're always trying, always in the process. It's not easy or obvious. Every day, I try to find the right balance between creativity, investment, and talent in the product, and at the same time make it profitable, so the agency can continue to exist and continue to earn money. Because we all need money to make it work, to bring in more people with diverse skills. Many people don't accept the fact that they changed after being CEO but you did that… can you give an example - what changed? Let me give you an example. When I was CCO, if we had to go on a trip to Paris, we'd take business class tickets. It would cost, say, 1,000 euros. Now, as CEO, I do the opposite. I say let's take economy class, because it's only a one-hour trip and it will cost 300 instead of 1,000 and put more entries from the 700 we saved. That's the difference. It's not the same mindset anymore. You have to find the right balance and make the right choice, and that's exactly what's happening. I understand that the money is the same, whether you spend it on a plane ticket, an event entry, or a party, it's still the same money. So, it's always about making choices. It's like an art director who doesn't use Photoshop - today, that person wouldn't really be considered an art director in advertising. It will probably be the same for AI in a few yearsYouri Guerassimov It's no longer just about awareness, it's also about driving loyalty and advocacy after conversion. How do you see the client's expectations changing, and how are you adapting to these emerging expectations? I think we were ready for that for years. In a way, I was expecting that clients would change their mindset, because I believe advertising and communication today are a matter of balance. A brand should have a long-term vision, while also doing something fresh, sometimes very business-oriented, sometimes a big call to action. You should use the full range of what we can offer as advertisers, for the brand, because that's what works and what people expect too. What is Creativity in the age of AI vs what it was before? Through your vantage point… It's a trendy question, and I have a partial answer. I think we are only at the beginning of AI - we're just discovering it, and we're all trying to see how it can change the way we work and improve the quality of our output. We're very invested in AI, and I believe the agency is really on the edge, trying to move forward with it. It's already changing how we work. Presentations are now really beautiful, there's a big improvement in timing, and we're able to work more quickly, which is great. The craft has become much better. We also use ChatGPT and similar tools to make writing easier or to get fresh perspectives. Some wise people on the internet say that AI won't replace creatives, it's the creatives who use AI that will replace agencies that don't. We're ready for that. We just need to embrace it and make the most of it. Everything is moving fast, but we have to stay aware and always know what's happening. Maybe the biggest revolution is just around the corner. So, if a 20-year-old comes to you asking for an internship of 6 months to prove he is good, will you ask him whether he knows how to do AI prompts? What's hiring like in the age of AI? No, the most important thing is the idea. So when I hire someone, I need them to bring great ideas, the feeling, the passion, the understanding-to make me feel confident that this person will do great work. Of course, I'll then ask what kind of tools they use, and AI is everywhere now. ChatGPT is a great tool to refresh the mind and get quicker answers, so yes, I'll definitely ask, but it's not mandatory for me. I'm sure in a few years it will become normal. It's like an art director who doesn't use Photoshop - today, that person wouldn't really be considered an art director in advertising. It will probably be the same for AI in a few years. Where do you see the first impact of AI coming in, is it in design or in writing? Like using ChatGPT everyone seems to be a writer now? Maybe because I am a former art director, I would say the biggest difference is in the craft. The transformation is really amazing. ChatGPT is clearly a useful writing tool that helps our copywriters, but the change there is less obvious. In the art direction path, it's just crazy. I've seen some good creatives who were not really strong art directors suddenly become the ones delivering beautifully crafted images. That feels like magic, because developing that level of skill used to take seven to ten years. Now the machine can do it. If you have the right vision in your head, the machine will help you bring it to life in the proper way. You no longer need to be extremely technical, but you still need an art direction background, or at least good taste. You must know in your mind what the result should look like, because that is still part of the art director's job. What used to take three or four days now takes three hours. For me, that is the crazy part. It's just magic. Now what if a client starts thinking why should I give you 48 hours of time, it's the era of AI… give it to me in 15 mins, 1 hour or 2 hours? I get your point. Depending on the mockup, it can be very different. You can create something very beautiful very quickly, but getting exactly what you want can take a lot of time, really a lot of time. You need the right expression, the right positioning. We have also noticed that sometimes AI just does not understand certain parts of the mockup. Sometimes we make drawings or even 3D models to help AI understand precisely what we want, creating situations where the AI has no choice but to use exactly what we have given it. What is it that you want to keep as Marcel's legacy, when people look at it in a decade, what do you think Marcel's legacy should be? It's a difficult question. I hope people will think that we created great ideas and made people love our brands and clients. I believe that is the legacy. We do everything across all kinds of media, and we would love for people to recognise that it is not just about how we do it, but that we do everything possible to deliver great ideas for our clients.
Business Wire
21-05-2025
- Business
- Business Wire
Canadian Marketing Association Announces Two New Board Directors, Appoints Vice-Chair and Expands Affiliate Category
TORONTO--(BUSINESS WIRE)--At its annual general meeting today, the Canadian Marketing Association (CMA) announced the election of two new directors to its board, appointment of a new vice-chair and approval of updates to its bylaws to broaden individual participation in the CMA community. Joining the board is Susan Irving, chief marketing officer of Kruger Products and Bryan Kane, chief executive officer of FCB Canada. Their appointments further strengthen the board's breadth of experience across the marketing industry. Appointed to vice-chair of the board is Meghan Nameth, president and chief operating officer at Heads Up. 'Susan and Bryan are highly respected marketing leaders who bring valuable insights and deep experience to our board,' said Alan Depencier, SVP and chief marketing officer of commercial banking and insurance at RBC and chair of the CMA board. 'I look forward to working with them and our returning directors as we continue to support the advancement of marketing in Canada. I'm thrilled to be working closely with Meghan, now in the vice-chair role. The board will continue to benefit from her strong expertise, SME experience and over 25 years of success in the industry.' Irving brings more than two decades of marketing leadership with major global brands such as Warner Lambert, Coca-Cola and PepsiCo. She has received numerous industry accolades, including CMA awards, Cassies, Cannes Lions, Cleos, Effies and Media Innovation Awards. She was named CMA Marketer of the Year in 2021 and received a 2025 Inspiring Women award from Campaign US. Irving is a member of the CMA's Media Council and a board member of Canadian Women & Sport and the Ontario Hockey Federation. Kane brings extensive agency leadership and digital innovation experience to the board. Prior to joining FCB, he served as president of Publicis Toronto and managing director of Publicis Modem Canada. He chaired the CMA's Creativity Council from 2021 to 2024 and has led FCB to multiple Agency of the Year awards. His work has helped drive results for brands such as BMO, Metro, Bombardier, Power Corporation, Mackenzie Financial and the Ontario Lottery Corporation. Nameth brings significant senior marketing experience gained from leading iconic brands in the consumer goods, financial services and retail space, including P&G, TD and Loblaw, in addition to SME experience. At the meeting, CMA members approved a bylaw amendment to introduce a new category of individual affiliate. The new category allows individuals who meet certain criteria — such as Chartered Marketers not employed by CMA member companies, marketers in transition or newcomers — to sign up as affiliates in order to participate in CMA activities, such as attending events and educational sessions at member rates and accessing resources. The complete list of board members for 2025-26 is: Alan Depencier (board chair), senior vice-president and chief marketing officer, commercial banking and insurance, RBC Meghan Nameth (vice-chair), president and chief operating officer, Heads Up Isaac Adejuwon, chief executive officer and founder, Metricsflow Brent Chaters, managing director, marketing transformation (Canada), Accenture Sophie Deschênes-Hébert, senior legal counsel, TELUS Jeff Greenspoon, chief global client officer and chief business officer, dentsu Susan Irving, chief marketing officer, Kruger Products Bilal Jaffery, senior partner, Blend360 Bryan Kane, chief executive officer, FCB Canada Devorah Lithwick, chief brand officer, Bell Canada Nicky Mezo, vice-president of marketing, everyday and small business banking, TD Laura Pearce, head of marketing, Google Canada John Peco, associate dean, school of marketing, George Brown College Jacquie Ryan, chief executive officer of the Canadian Olympic Foundation and chief brand and commercial officer of the Canadian Olympic Committee Eva Salem, senior vice-president, marketing and brand, Canadian Tire Evan Wood, executive vice-president and chief strategy officer, Environics Analytics 'This year's board appointments and the introduction of our new individual affiliate category reflect our continued focus on building a diverse, forward-looking and inclusive marketing community,' said Alison Simpson, president and chief executive officer of the CMA. 'We're committed to futureproofing the marketing profession and ensuring our community has opportunities to grow, connect and lead. Our talented board play a key role in our ability to deliver on this mandate and I'm excited for all we will accomplish together.' About the Canadian Marketing Association The CMA is the voice of marketing in Canada and our purpose is to champion marketing's powerful impact. We are the catalyst to help Canada's marketers thrive today, while building the marketing mindset and environment of tomorrow. We provide opportunities for our members from coast to coast to develop professionally, to contribute to marketing thought leadership, to build strong networks and to strengthen the regulatory climate for business success. Our Chartered Marketer (CM) designation signifies that recipients are highly qualified and up to date with best practices, as reflected in the Canadian Marketing Code of Ethics and Standards. We represent virtually all of Canada's major business sectors, and all marketing disciplines, channels and technologies. Our Consumer Centre helps Canadians better understand their rights and obligations. For more information, visit
Campaign ME
16-05-2025
- Business
- Campaign ME
AKQA appoints Jon Holloway as Managing Director for the MENA region
Global brand experience design and marketing agency AKQA has appointed Jon Holloway as Managing Director for the Middle East and North Africa. With a global career spanning across the EMEA, APAC, and MENA regions, Holloway brings more than two decades of experience as a creative and strategic leader. Known for building empowered teams and delivering impactful work, Holloway has consistently led businesses and clients through transformation. His leadership has contributed to award-winning work recognised by Cannes Lions, D&AD, Effies and leading creative festivals worldwide. Based between the UAE and KSA, Holloway will aim to accelerate the agency's momentum in the region, partnering with ambitious brands to shape new experiences at the intersection of creativity, culture and emerging technology. Geoff Northcott, CEO of AKQA EMEA, said, 'Holloway brings a compelling blend of entrepreneurial spirit, creative leadership and regional expertise. His vision for harnessing AI and innovation in culturally resonant ways aligns perfectly with our ambitions for the Middle East. We're delighted to welcome him as we continue to grow our offering and expand our impact in MENA and beyond.' Holloway will collaborate closely with AKQA's global and regional leadership teams to deepen client partnerships, grow local talent, and continue evolving the agency's AI-powered creative model for the region. AKQA's location in the Kingdom of Saudi Arabia is one of the agency's newest office spaces, providing a dedicated environment where clients and employees can collaborate closely. As the business continues to grow, Holloway plans to expand the studio's offerings and client base across the region. Reflecting on his appointment, Holloway said, 'It has been a career long dream to join AKQA. There is a rare energy here, a shared ambition to build something bold, culturally connected, and future-facing. Our KSA and UAE locations are already pushing creative boundaries with global and local clients.' Holloway is also an entrepreneur at heart, having founded and exited fintech ventures. A lifelong advocate for the power of innovation, Jon brings a unique perspective on emerging technologies, including AI and their ability to drive real-world, human-centered impact across clients and industries. 'I'm looking forward to shaping the next chapter in the region,' he added. Holloway's appointment signals AKQA's continued investment in the Middle East, solidifying its presence in the region and deepening partnerships with clients. His people-first leadership approach and passion for emerging and enduring technology will aim to accelerate the creative and commercial impact of AKQA's work.
Cision Canada
12-05-2025
- Business
- Cision Canada
Courage Inc. Brings Top Talent to Lead Expansion Français
TORONTO, May 12, 2025 /CNW/ - As it continues its unprecedented growth, Courage Inc. is expanding into Quebec with a full service Montreal office, spearheaded by Marilou Aubin, Partner and Executive Creative Director, Rafik Belmesk, Partner and Head of Strategy, and Maxime Sauté, Partner and Executive Creative Director. Shortly following Courage's third anniversary, the Montreal office fortifies a natural extension of the independent agency's existing Canadian offering, having already worked within the Quebec market for several foundational clients. "Montreal has always been a priority for our clients and for us," says Dhaval Bhatt, Founder and Co-CCO, Courage Inc. "We're so excited to have incredibly talented and awesome humans like Marilou, Rafik and Maxime join us in growing Courage in Quebec and beyond. Throughout our careers we've watched them do killer work, and can't wait to have them do the same for our clients." Previously Executive Creative Director and Partner at LG2, Marilou Aubin is an internationally recognized creative leader with more than 20 years of experience in the industry. Her curiosity and proactivity constantly push the boundaries of both creative approach and output. Marilou's work has a strong, lasting impact on many major brands and organisations in Quebec, whether it's winning market shares, changing perceptions or behaviors. As a role model for the advertising industry's up-and-coming talent, one of her biggest strengths is creating an inclusive and motivating creative culture, inspiring those she works with to build and foster the best work of their careers under her leadership. Rafik Belmesk has held strategic roles in brand, customer engagement, digital and social change across APAC and North America, most recently as Executive Vice President, Americas, and Chief Strategy Officer at Dentsu. Rafik's extensive experience working with brands, both in Canada and globally, has formed his unique expertise in helping advertisers find the right way to approach a market specific business challenge. In the last few years, he has applied his approach to local and international brands through his uncanny ability to get to the heart of a client's issue and reframe it as an opportunity. His work has been recognized at effectiveness and creative award shows both locally and internationally including Cannes Lions, Effies, D&AD and One Show. Following nearly a decade at indie creative agency Rethink, and most recently as Executive Creative Director at Dentsu, Maxime Sauté has consistently ranked amongst Canada's top creatives with numerous accolades from Cannes, D&AD, The One Show, Clio, Webby Awards, ADCC, Marketing Awards and Effies. His creative approach with some of the largest and best brands globally has helped them elevate their experience and identity through both his creative vision and strategic thinking. Maxime's work maintains a deep understanding of his client's business, always looking for ways to utilize and optimize his team's creative flow. "From the beginning, Maxime, Rafik and I felt true alignment to Courage's values and philosophy," says Marilou Aubin, Partner and Executive Creative Director, Courage Inc. "The arrival of Courage in Montreal will have a positive impact to the industry and market, and together, we are thrilled to bring our complimentary strengths to further elevate brands alongside fellow creatives and strategists." Courage has had significant growth with a string of recent wins for the independent agency, including RONA (for ROC), Sephora and Skip. Courage's continued growth has fueled the need for a greater national presence to fully serve their clients in all Canadian markets. Its Montreal office is based in the up-and-coming creative borough of Mile-Ex, a neighbourhood that is quickly becoming a new home for the creative industry in Quebec. About Courage Inc. Headquartered in Toronto, independent creative shop Courage Inc. has become one of the fastest-growing independent ad agencies in Canada's history. Founded in 2022, Courage has created internationally celebrated work for a number of iconic brands, including KFC, Nescafé, CIBC, and more. Through human-to-human connection and boundary-testing creativity, the agency's guiding mission is to help every partnering brand find their courage. SOURCE Courage Inc.
